Dove is a brand owned by
Unilever and was started in the United Kingdom. Dove products are manufactured
all over the world with countries such as Argentina, Australia, Brazil, Canada,
China, Egypt, Germany, India, Indonesia, Israel, Ireland, Japan, Mexico,
Netherlands, Pakistan, Philippines, Poland, South Africa, Thailand, Turkey, and
United States. Their products are sold in more than 80 countries and are
offered for both women and men.
Their product line includes
antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers,
hair care, and facial care products.
I have chosen the Dove
Campaign called “Real Beauty” which has become a worldwide marketing campaign.
Beauty has become superficial in the world we live in right now. I believe this
campaign has a big message for the greater good for women and young girls
growing up. Their message empowers women with self-confidence to love
themselves and not feel inferior to the superficial image portrayed by the
media of what being beautiful really is.
of Integrated Marketing Communications Concepts
The objective of this campaign
is to encourage and educate young people on a bigger definition of beauty, to
appreciate one’s natural physical differences personified by all women and
inspire them to have the self-confidence to love themselves.
To prove women that they are
their own harshest critic, and they are more beautiful than they think they are
With this campaign, promoting
the natural beauty of oneself and to turn each one’s beauty into a foundation
of confidence and not anxiety, for women
The target audience is towards
women of all ages but mainly aimed to support the next generation to feel
content in their own bodies and to have self-confidence. They have done this by
aiming females through their publicity and making a social trend.
The Sender is the dove company
that has created this beauty campaign to reach the receiver the target
audience, of women suffering from low self-esteem due to their insecurities of
body image and flaws.
Dove taking the campaign
objective and message and have encoded into video format through video
advertisement by using images to portray and their words of what true beauty
really is. The message was carried across viewers really well, as there were no
problems in decoding it.
Channel of communication they
used to connect to viewers were many series of advertisement of videos such as
– Dove evolution, Dove Choose Beautiful, Dove #MyBeautyMySay, Dove beauty
sketches and many more.
strategy and promotion mix strategy
Dove and The Butterfly
Foundation continued to apply their global strategy of using publicity and
influential viral videos to produce awareness and create a word of mouth for
their Dove Self Esteem Fund and Body Think program.
A challenge was created in the
campaign to encouraged beauty as a foundation of confidence. Dove hired a FBI
sketch artist to draw real women and they documented the experiment in a video.
The artist created two portrait drawings of women without looking at their
faces. One was described by the subject herself of how she thought she looked
like and the second one was described by someone else, someone whom they’ve
just met on set. The difference between each drawing was amazing.
Most women were fixated on
their physical flaws, whereas the second drawing was described by seeing the
beauty in them. When the women saw the perception reflected in the portraits,
they were touched. And so were the audiences including myself.
This viral video alone has
largely increased their awareness for their campaign of Real beauty.
To promote this campaign, Dove
decided to use Direct marketing for their advertisement and also social media
where they used Facebook and Twitter.
Real Beauty Campaign was
launched Dove, with a variety of advertising campaigns promoting Real Beauty.
Some of them were commercials aired on television and some were only aired
online. These videos played a major role in the campaign, as it incites
emotions, reflection and it helped Dove establish a foundation based on their
message that the definition of beauty has to change.
Another successful and popular
ad is the “Camera Shy”, which draws on an appeal of pity. The video
portrays confident young girls who aren’t worried about their appearance in
contrast to the women in the video who were self-conscious about their looks.
The message portrays women don’t need to be self-conscious of their looks,
instead of strengthening the idea of being proud of their looks.
The world’s definition of
beauty needed to be changed, with that mentality. They launched a campaign and
was created to challenge the unachievable labels of beauty, and to invite
others to join in on what is considered beautiful.
It challenges the outdated
advertisements of using slim models with perfect features and large breasts but
instead using real women of all different shapes and sizes.
Their media plan would be to
broadcast to the media of their video ads through television and Digital Media
like Internet ads such as Facebook and Twitter. The campaign is beyond just
YouTube clips. It’s has been shared on Facebook many times, and viewers
including key women’s media brands are tweeting about the campaign and using
the #wearebeautiful on Twitter.
Women are writing blog posts,
liking posts, commenting and sharing videos, and sharing their own personal
experience through the video’s message. They are watching it with their
daughters, and teachers are even sharing the video in class. Its viral effect
can be concluded with the large phenomenon it has created.
In addition, under print
media, they have used newspapers and magazine to share their message (image
under appendix). Dove has also made use of billboards, kiosk and transit media
(moving buses) to spread their message across the world (image under appendix).
Dove’s Campaign for Real
Beauty was started to increase awareness, to show women that each distinct body
type is beautiful. The goal of this campaign was to make a positive change also
for upcoming generations. However, not everyone approves of the importance of
these issues and placing the attention on a women’s physical appearance. In
fact, some feel that bringing up the issue generates the desire to be beautiful
rather than intelligent.
The Dove real beauty campaign
was criticized for having photoshopped images.
Comments stated there were a
lot of retouching, and it was done purposely keep everyone’s skin and faces
showing to not look unattractive. However, is was stated that the only
re-touching done was only to remove dust and for color correction. And the
photos had not affected the natural beauty of the women in photos.
This has brought up an ethical
issue. And also became questionable if the company was hiding the editing from
the public or even if they were telling the truth.
After all these incidents, in
my opinion, even after the photos had been retouched more than it was claimed,
the message of the campaign still remains. And no ethics were breached. As
there are still diverse body types and races displayed in the posters, showing
the importance of feeling love for oneself and comfortable in your own body.
Although Dove’s ethical
towards the public is questionable, it still doesn’t change the effect that the
campaign’s message it has set out.
“loving your own body”, even
if the photo has some minor editing, it still conveys the message of the fact
that every woman is beautiful, no matter the size or shape.
The message has more meaning
and is more powerful than the photos itself.
Body image portrayed by the
media has become a severe issue in society today. This ought to be recognized
in the media in a more positive and accepting light.
Have ads with more customer
feedback of the product and the campaign to share their experiences.
Continue to endorse more ads
about natural beauty portrayed by women showing their natural beauty.